Product Developments and Trends
Women tended to wear lighter foundation in the 1970s, which greatly increased the market for skin care products. Anti-aging products were also increasingly important.
Intensely colored blush carried over from the 1960s to the early 1970s. Tube blush was also extremely popular. Lipstick in the 1970s tended to be either color or gloss; popular hues included deep pink, purple, and raspberry.
Improvements in chemistry enabled the introduction of waterproof mascara along with better lash lengtheners and thickeners. Matte colors were popular for eyes, in contrast to the iridescence that characterized 1960s make-up. The decade's competing visions of beauty were seen in its dichotomy of eye shadow colors: both dramatic, smoky dark gray and transparent, natural beiges and grays were popular.
Read more about this topic: Western Cosmetics In The 1970s
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